Carrefour becomes the first food retail player in Europe to adopt the Criteo Retail Media technology platform, technologies and services allowing brands to promote their online inventory and their data. The Criteo Retail Media platform will first be deployed in France.
Criteo, global technology company providing the world's first Commerce Media Platform, and the Carrefour Group have signed a three-year partnership. Carrefour thus becomes the first European food player to equip itself with the new Criteo Retail Media programmatic platform allowing Carrefour to market its inventories. This solution is a cornerstone of Criteo’s transformation strategy aimed at consolidating its leadership in the “Commerce Media” ecosystem.. So, Criteo solutions will be offered to Carrefour suppliers as part of its new service, Carrefour Links. The agreement provides for the deployment of the Criteo Retail Media platform in the nine integrated countries of the Carrefour Group, starting with France where Criteo will be responsible for the exclusive marketing of retail media inventories to advertisers and agencies. Retail media solutions have become an essential component of growth for advertisers and brands. To meet these challenges, Carrefour and Criteo join forces to offer the most relevant and effective systems for consumers and advertisers, based on pioneering technology, designed for retail media solutions, and its associated services. This partnership takes the full measure of the challenges of e-commerce.
Targeting based on purchasing behavior
Thanks to this partnership and Carrefour customer knowledge, brands will have self-service access to targeting based on purchasing behavior and will thus be able to reach and engage their consumers through native and innovative advertising formats, 100% integrated into the purchasing journey. Advertisers will be able to control, in real time, the distribution of their advertising campaigns and to monitor their performance, notably through enriched reports reconciling online data and store data. Launched in 2020, the Criteo Retail Media platform is already enjoying great success with the biggest players in the e-commerce market, especially in the USA. The platform allows brands to access Criteo’s retail media solutions, to all audience targeting as well as advanced reporting of their campaigns, self-service and complete transparency.
Media retail, future of advertising
“In terms of e-commerce, we reached a milestone in 2020 : our online sales increased by 70%. To further capitalize on these advances, we were looking for cutting-edge technology, created for the specificities of retail media, as well as a commercial partner, able to meet our growth ambitions” explains Elodie Perthuisot, Executive Director E-commerce Data and Digital Transformation of the Carrefour Group. “Thanks to its platform and its complete range of services, Criteo Retail Media is a unique solution in the industry that respects the confidentiality of our customers and current regulations. We are convinced that this partnership will allow us, as well as our partner brands, to continue to engage our customers with personalized and relevant experiences across all our e-commerce channels. » “This partnership illustrates Criteo’s ambition and know-how in technology and confirms our vision on retail media solutions as a key component of our Commerce Media strategy, essential element of the future of advertising and central to the growth of e-commerce. Our solutions are intended to be service-based, brands strengthen the visibility of their product on digital shelves and consumers benefit from contextualized offers that drive their purchasing journey” comments Geoffroy Martin, EVP et General Manager, Growth Portfolio chez Criteo.
